> If Amazon finds your product on another website for lower than its own website, it'll just hide your listing from the search -- this is meant to be pro-consumer (when you go to Amazon, you'll get the lowest price).

This is a funny idea of pro-consumer, as we all know that the result of this is increased prices.

The seller can not afford to reduce the Amazon price to match other channels and still pay Amazon's margin, or afford to have the product hidden and lose the channel - and so is forced to increase the price elsewhere.

The net result is prices increase across the board, and Amazon gets to tell customers they are getting the 'lowest price', but they did it by increasing the price across the whole market.

This is pro-Amazon both in terms of margin and market share. In many ways, it is also pro-competitor/seller/distributor/agency... but it is very much anti-consumer.

And, as I hope we will soon see proven, illegal.